People queued for a picture with Stitch wherever he went.

He started a craze for knitted dogs. Hundreds downloaded his knitting pattern (for a small donation) and shared their creations online. TV presenter Paul O’Grady, a hit with our target audience, gained valuable PR by promoting the campaign. As did Hulk Hogan, a wrestler with a soft-spot for animals, (fitting perfectly under ‘softer than you think’).

The desire of existing owners to share their experiences was recognised with a hub that allowed them to upload stories and videos of their Staffies showing their softer side.

21% national awareness against a £60,000 London-only media and production spend (total spend £104,000).

49% increase in Staffie web enquiries and 122% increase in website visits.

10% increase in Staffies rehomed from Battersea’s London centre. 30% increase at the Old Windsor centre.

Facebook campaign posts shared over 5000 times, earning 37000 likes, 8000 comments and user-generated videos watched over 36000 times.

50 campaign enthusiasts championed the breed through the press generating 95 positive media pieces.

Various MPs and celebrities pledged their support to the campaign.

The campaign’s success meant it was rolled out at the Edinburgh site.